Lancia Wants to Become New Mercedes

Lancia is dying. At least, that is what we thought ...

The Italian brand is active just in the homeland, with only one model: the Ypsilon. But parent company Stellantis has sky-high ambitions. Lancia has to become the new Mercedes.

Luca Napolitano presented a ten-year plan to Stellantis CEO Carlos Tavares. In this plan, we see three new models: a new Ypsilon in 2024, a compact crossover in 2026 and a compact hatchback (Delta) in 2028. The latter two will be all-electric. There will also be a plug-in hybrid variant of the Ypsilon.

Lancia wants to become a premium brand with high margins.
Lancia will be marketed as a premium brand, along with Alfa Romeo and DS. "Our benchmark is Mercedes," Napolitano says confidently. "I don't mean that we want to fight against Mercedes, that would be naive, but Mercedes is the brand we take as a benchmark.".

After Italy, Lancia will market first in Germany and France.
Napolitano wants to start with one hundred Lancia dealers in sixty European cities. Lancia will not become a global brand, like Alfa Romeo and DS. It will remain in Europe, with sales only in Italy, Germany and France.